Analyzing your campaign results

Analyzing your campaign results

The campaign reporting dashboard provides you with a centralized overview of all your email campaign performance. Here you can see at a glance which campaigns are performing well and where attention is needed. This helps you make better-informed decisions and recognize trends in your email marketing more quickly.

Would you like to dive deeper into the results of a specific campaign? Click on the campaign name in the table to go to the detailed report.

What you need before you begin

You don't need any special preparation to use the dashboard. Once you have sent campaigns via Flexmail, they will automatically appear in the dashboard. It doesn't matter which subscription you have - this feature is available to everyone.

If you haven't sent any campaigns yet, you'll see a sample dashboard. That's completely normal. Once you send your first campaign, you'll see your own dashboard and gradually fill it with valuable data.

Opening the dashboard

Navigate to Campaigns in the main menu and then click on Campaign reports. The dashboard opens with an overview of your campaigns from the past 30 days.

Understanding your campaign performance

The key metrics (KPIs) at the top

At the top of the dashboard you'll see eight important performance indicators that immediately give you an idea of how your campaigns are performing:

• Delivery rate: the percentage of emails that were successfully delivered
• Open rate: how many recipients opened your email
• Click rate: the percentage of recipients who clicked on a link (relative to delivered)
• Click-to-open ratio: what percentage of recipients who opened your email actually clicked
• Soft bounce percentage: temporary delivery problems (full inbox, server temporarily unreachable)
• Hard bounce percentage: permanent delivery problems (email address no longer exists)
• Spam complaints percentage: how many recipients marked your email as spam
• Unsubscribe percentage: the percentage of recipients who unsubscribed

Each metric shows three things: the percentage, a short description, and the absolute number. For example, you see "28%" for the open rate, with "opened" below it and the exact number of opened emails.

The campaign table

At the bottom of the page you'll find an overview of all your individual campaigns with detailed statistics per campaign.

The table shows for each campaign:

• Name: click on the campaign name to go to the detailed campaign report
• Category: the category in which you placed the campaign
• Send date: when the campaign was sent
• Sent: the number of emails sent
• Delivered %: delivery rate
• Opened %: open rate
• Clicked %: click rate
• CTOR %: click-to-open ratio
• Unsubscribes %: unsubscribe rate

Watch for warnings

Metrics that need extra attention are visually marked. A spam complaint rate above 0.1% or an unsubscribe rate above 1.5% gets a red marking. This doesn't mean something is wrong, but it's good to investigate what's going on.

Sorting

Click on a column header to sort the table by that column. Click again to reverse the sort order. This way you can quickly put your best performing campaigns at the top by clicking on "Opened %".

Using filters to find specific campaigns

The dashboard offers various ways to filter your campaigns to discover new trends and find exactly the data you need.

Selecting time period

By default, the dashboard shows the past 30 days. You can adjust this by clicking on the time period:

Then choose from the standard periods:

• Past 30 days
• This month
• Previous month
• This year
• Previous year

Or select your own period by choosing Custom period and then selecting a start and end date. Finally, click the 'Update' button to update the metrics and campaign table.

Filtering by categories, segments and campaign types

In addition to the time period, you can also filter by:

• Categories: the campaign categories you created yourself
• Segments: the target groups you sent to
• Campaign types: regular campaigns, opt-in campaigns or A/B tests

To apply a filter:

1. Click on the filter field you want to adjust (for example "All categories selected")
2. A dropdown menu opens with all available options
3. Check the categories, segments or types you want to see
4. Use "Select all" at the bottom left to quickly tick all options
5. The dashboard will update once you click the Update button at the bottom

Removing filters

You can clearly see your active filters at the top of the campaign reporting dashboard. To remove a filter you can simply click on the cross icon in the filter field.  

Searching by campaign name

Use the search bar in the top left to quickly find a specific campaign. Type a few letters from the campaign name and the table will be filtered immediately. The search function is not case-sensitive, so "summer" also finds "Summer campaign 2025".

Clearing search

To quickly clear your search, just click on the cross in the search bar.

Common mistakes and how to prevent them

Wrong time period selected

It happens quickly: you're looking for campaigns from last month, but you're still set to "past 30 days". Always check your time period first before concluding that you can't find a campaign.

Too many filters active at once

Seeing too few campaigns or no campaigns? Check if you might have combined multiple filters that exclude each other.

Campaign not found

Is a campaign you definitely sent missing? Check these points:

• Is your time period set correctly?
• Do you have filters active that exclude this campaign?
• Is it a draft campaign that hasn't been sent yet? The dashboard only shows sent campaigns.

Practical tips for smart use

Monthly performance review

At the beginning of each month, set your time period to "previous month" and export the data. This gives you a nice overview for your team or management.

Benchmarking

Sort your table by open rate or click rate to see your best performing campaigns at the top. Analyze what these campaigns have in common and try to replicate those elements.

Spotting red flags

Review the dashboard regularly with the default settings (past 30 days, all categories). The visual warnings at high unsubscribe or bounce rates help you quickly identify problems.

Category comparison

Filter on one specific category (for example "Newsletters") and view the average performance. Do the same for another category (for example "Promotions"). This helps you understand which type of content your audience values most.

Seasonal analysis

Use the year filter to recognize patterns. Do your December campaigns perform better than your summer campaigns? These insights help you plan future campaigns.

What you can do next

Now that you know how to use the campaign reporting dashboard, you can:

• Dive deeper into individual campaigns: Click on a campaign name in the table to see the detailed report with information about who clicked, which links were popular, and more.
• Optimize your campaign strategy: Use the insights from the dashboard to determine which subjects, send times and content types work best for your audience.
• Refine segments: See big differences in performance between segments? Maybe it's time to sharpen your segmentation strategy or frequency and communicate even more targeted.
• Add categories: If you notice you'd like to dive deeper into your results, consider adding more categories to your campaigns. This makes filtering easier in the future.

You're now ready to use the campaign reporting dashboard effectively. Take the time to experiment with the different filters and views. The more you use the dashboard, the better you'll get a feel for what normal performance is and where improvement opportunities lie.